“I Am the New Creative” was a social media campaign celebrating the evolution of creative professionals in a world where roles constantly overlap—art directors becoming animators, print designers turning into web designers, illustrators doubling as photographers, editors, and filmmakers. The campaign recognized this new generation by making them the literal faces of Adobe’s marketing.

This campaign was a joy to create and served as a signal for creators to expand their capabilities. While there’s nothing wrong with being a specialist, Adobe’s tools empower people to extend their unique point of view into new disciplines. By showcasing incredible creatives already championing this approach, we broke down the old traditions of specialization and opened space for those eager to explore beyond their primary craft.